MEDIA ADVOCACY FOR EDUCATION DEVELOPMENT: A STUDY OF UNIVERSAL BASIC EDUCATION PROGRAMS

ABSTRACT This study investigates the Role of Media Advocacy in the Development of Education, focusing on Universal Basic Education (UBE) programs. The research examines how media platforms contribute to creating awareness, influencing public opinion, and mobilizing support for the implementation and success of basic education initiatives. A survey research design was employed to gather primary data from respondents who are direct beneficiaries, stakeholders, and implementers of UBE programs. The population of the study comprised a large number of stakeholders in the education sector, from which a sample size of 370 was determined using the Taro Yamane formula for sample size calculation. A structured questionnaire served as the primary instrument for data collection, ensuring the capture of diverse views on media effectiveness in promoting educational development. The data collected were analyzed using descriptive statistics such as frequency tables and percentages. Findings from the study revealed that media advocacy significantly impacts public awareness and participation in Universal Basic Education programs. The study also established that consistent and strategic media campaigns have a positive influence on community engagement and government commitment toward educational reforms. Based on these findings, the study recommends enhanced collaboration between education policymakers and media organizations to sustain and strengthen advocacy efforts for the overall development of basic education in Nigeria.